GlaxoSmithKline Company

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Company: GlaxoSmithKline Company, Istanbul, Turkey
Company Description: GSK is one of the world's leading research-based pharmaceutical and healthcare companies. Headquartered in the UK, we are a global organisation with offices in over 100 countries and major research centres in the UK, USA, Belgium and China.
Nomination Category: Apps & Interactive Multimedia Categories
Nomination Sub Category: Sales

Nomination Title: proDG Company's Sales Kit App

Date this app or production was first released: 1st February 2011

Briefly describe this entry's communications objectives and how it has met those objectives (up to 100 words):

The communication objectives of the project were to increase the awareness of ProDG Project by reaching the maximum number of employees in GSK and inform them on the project.

In order to meet those objectives the things done are as follows:
• In the Cycle Meeting, General Manager made a presentation on ProDG. Also informative printed materials are distributed to the attendants.
• In Sales Meeting, the Urology Group using ProDG actively in call visits made a presentations on results and shared their experiences.
• ProDG articles are published in GSK Life which is an internal magazine distributed quarterly
• In LCD monitors placed in the GSK Turkey Office an informative video has been shown since February
• proDG press release has some coverage in local Turkish press.

Provide the applicable creative and production credits for this entry:

In Turkey, sales representatives in the pharma industry are facing challenges to deliver face to face sales calls due to a new working model at the hospitals. A sales representative delivers up to 12 visits a day and sees one doctor 4 to 8 times a month. There are virtually no calls by appointment. Therefore the duration of the calls are unpredictable and range from 1 minute to 30 in settings that may require a sales representative to display visuals in crowded settings, standing or walking in a repetitive and highly dynamic fashion during the day.

Due to the lag and large amount of data accumulation between calls, queries made by doctors may not be answered with optimum speed and accuracy. Current closed systems are widely used by the pharma industry, therefore fail to capture the physicians’ attention and are losing their popularity. Also, closed loop systems on laptops and PC’s cannot be carried to the sales call at many hospitals which prevents their efficient use. The printing and delivering of detail aids takes from 1 to 2 months and after delivery usage statistics cannot be tracked or the effectiveness cannot be measured.

In this restrictive and highly unpredictable environment, time spent with doctors and messaging quality becomes increasingly valuable and it is imperative to maximize call efficiency. The pharma industry is in search for alternative channels and although having relative advantages over current practice, the use of current alternative technologies failed to fill the gaps that prevent GSK to deliver measurable, high impact sales calls as needed.

Therefore proDG is a digital platform that will enable sales representatives to deliver sophisticated sales calls with a simple closed loop marketing system that is compact enough to carry sales representative and the detailed; materials to a face to face meetings easily. Powered with a simplified closed loop marketing interface it will increase the call quality and frequency in an environment that is becoming increasingly competitive and restrictive against delivering sales calls. By institutionalizing this innovative system long term business value will be created.